Introduction
A comprehensive marketing plan is vital for effectively reopening these parks, especially in light of the recent safety event at the global theme parks, focusing mainly on the Southeast of the United States parks. In order to rebuild trust, improve customer satisfaction, and guarantee profitability, this plan will prioritize the four Ps of marketing: product, price, place, and promotion. It will be informed by the Chief Marketing Officer’s (CMO) memo. By referencing pertinent marketing ideas and techniques, this essay seeks to elucidate how these principles might be implemented in the current context.
Product: Reinforcing Trust and Attracting New Customers
Customer service, attractions, and safety measures are all included in the “Product,” which is the phrase used in marketing to describe the entire theme park experience. Reassuring current consumers of improved safety standards is crucial in light of the recent occurrence. According to Costello et al. (2022), maintaining participants in any extended engagement requires them to have faith in the brand. Reassuring the current customer base and attracting new visitors can be achieved by emphasizing advancements in safety protocols and improving the overall theme park experience. In this endeavor, testimonials from contented visitors and introducing new, safe attractions can be effective strategies.
Price: Balancing Attractiveness and Profitability
Pricing tactics are essential for bringing in new business and keeping hold of current clientele. Liang and Li (2021) assert that prices significantly impact customers’ thinking and behavior. A strategic review of service prices, entrance fees, and on-site amenities is essential. A wider audience may find the theme park more appealing if it offers competitive pricing, package discounts, or special offers for returning guests. To guarantee that the price plan maintains the park’s operational costs and advances its financial stability, balancing this allure and the necessity for profitability is crucial.
Place: Enhancing Customer Confidence through Ambiance
Regaining customer trust largely depends on the ‘Place’ component of the marketing mix, which speaks to the setting and atmosphere of the parks. The physical surroundings particularly impact how the public perceives things, as Haupt (2021) addresses in the context of crisis communication. Making a big difference in patron confidence is possible by making the park more aesthetically pleasing, keeping it clean, and adding apparent safety features. Visitors should feel safe and at home in the park if the atmosphere promotes enjoyment, safety, and relaxation.
Promotion: Driving Traffic and Engagement
The many marketing and communication techniques used to draw guests to the park are called promotion. Public relations, advertising, events, and outreach programs are all included in this. Good communication is essential for keeping participants interested and engaged, as Costello et al. (2022) suggested. Promotional events should emphasize the park’s security protocols, fresh attractions, and testimonies from happy patrons. Deeper brand engagement can be fostered, and more traffic can be generated by holding special events, working with influencers, and participating in community outreach initiatives.
Conclusion
As stated in the CMO’s memo, the work is challenging but doable with a well-thought-out marketing plan. In addition to overcoming the consequences of the most recent incident, the Southeastern U.S. Park can emerge more robust, with higher customer satisfaction and more revenue, by skillfully utilizing the four Ps of marketing. Close collaboration with various functional divisions will be essential for this plan to be planned and carried out successfully and to ensure a peaceful park reopening.
References
Costello, L., Dare, J., Dontje, M. L., Lambert, C., & Straker, L. (2022). Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: Generation 2 Raine study participant perspectives. BMC Medical Research Methodology, 22(1). Web.
Haupt, B. (2021). The use of crisis communication strategies in emergency management. Journal of Homeland Security and Emergency Management, 18(2), 125–150. Web.
Liang, Z., & Li, X. (2021). What is a theme park? A synthesis and research framework. Journal of Hospitality & Tourism Research, 47(8), 1343-1370. Web.